Client: Jacobs Creek
Brand: Twin Pickings
Agencies: The Story Lab & Vizeum
Dates: October-November 2015
My role: Content Producer
Awards: Dentsu Aegis Global - Gold Award for 'Most Innovative Use of Content'
#Bettertogether Case Study
The Brief & Thinking
The wine category has found it hard to recruit young consumers whose tastes and lifestyles lead them to other beverages. Jacobs Creek seized this opportunity and created Twin Pickings, a blend of sweet and crisp wine varieties to make wine a more compatible drink.
The campaign needed to convince the 18 to 24 year old female audience that Twin Pickings was an appropriate beverage for them.
In response to the brief, The Story Lab and Vizeum created a campaign that celebrated the target audience’s love of friendships. Armed with the insight that they loved how their friends were totally different from themselves, a campaign was created that brought to life the truth that when friends were together, they were Better Together.
Vizeum and The Story Lab’s solution focused on the target audience’s two favourite social channels: Facebook and Instagram. These were seen as the perfect social environments for shared memories- the big and little things that shape their friendships. The challenge was to find a way to cut through all of the noise on their feeds which were flooded with updates from friends, brands and publishers.
The Solution
The strategy was based on the insight that the target audience love to create content as much as they love to consume, and music is the soundtrack to their lives and friendships. So we asked… “What if the Twin Pickings brand could help their target audience write and produce their own anthems for friendship?” We searched high and low for the right artists who could not only be the audience’s voice, but who also had the unique ability to use Facebook or Instagram to create real songs, writing and composing on the fly in real time.
The studio had the technology to record and edit music and video in real time, with an aesthetic that reflected the brand’s personality. Songs were created that celebrated those ‘Better Together’ moments. We brought all of these elements together to create the #BetterTogether Music studio which was put to the target audience’s disposal, creating songs about real friendships in real time that would that would surprise and delight, and were shared and played over and over again. Every day, fans were asked to write lyrics based on their own stories, and the songwriters would then create hilarious music videos and album covers in real time. Videos were then tagged and posted on Facebook.
At end of the campaign, all of the stories were woven together to create an anthem for friendship: ‘Weekends are Made for Friends Like You’: a song about friendship, co-written by our audience.
Results
The "Better together" campaign received more than 27 million impressions, reaching nearly 2.4 million unique users.
There were close to 3.5 million engagements - including video views, likes, comments and shares. As a result, purchase intent increased by 400 per cent, and Ad recall jumped 230 per cent.
This campaign converted consumers who once avoided wine into vocal brand advocates by giving them a meaningful way to celebrate being ‘Better Together’.
Impressions - 27,163,558
Reach - 2,369,637
Total number of engagements - 3,476,893* (including video views)
Likes - 130,050
Comments - 9,883
Shares - 1,804
Video Views (3 seconds or more) - 3,317,469
Video views (100% completion) - 594,131
Watch the case study video here: